HEALing Communities Study Communication Campaign Toolkits

Addiction Policy Forum
Sep 30
13 min read

The HEALing Communities Study (HCS) has developed a series of ready-to-use communication campaigns designed to increase awareness about substance use disorders and effective response strategies to help strengthen local prevention, treatment, recovery, and overdose prevention efforts.

These free toolkits make it easy for you to share critical information in your community through social media, radio, print materials, and more. Whether you’re part of a community coalition, local agency, business, school, university, nonprofit, or faith-based organization, you can use these resources to share information about evidence-based solutions to prevent and reduce opioid overdose deaths and address addiction-related stigma in communities.

Campaign Focus Areas

The toolkits cover the following topics:

Naloxone education
Fentanyl facts and risks
Medications for opioid use disorder (MOUD) effectiveness
Anti-stigma messages and awareness

Outlined below are pre-made social media posts and downloadable graphics for you and your partners to amplify messages on each topic area in your community.

Disclaimer

Please note that since these campaigns were developed in the past, it is the user’s responsibility to carefully review the content for accuracy before use to ensure that it reflects current scientific and clinical knowledge before use.

Acknowledgement

The content in these toolkits—including posts, graphics, videos, and other materials—was developed by the dedicated HCS sites across Kentucky, Massachusetts, New York, and Ohio. We are deeply grateful for their creativity, commitment, and hard work in bringing these campaigns to life and making them a valuable resource for communities everywhere.

Instructions

Sample copy for social media posts are below. Edit the sample copy as needed to meet the unique needs of your community and desired social media platform. Be sure to include a URL to your local website so that people know where to go for additional information. To use the graphics, click “Download” or right click and select “Save as Picture” to a folder on your computer. Then, upload to your desired social media platform.

You are welcome to download the toolkits and use as needed. Note that these campaigns occurred in the past and may not have the most recent data. It is the user’s responsibility to review the content for accuracy prior to use, to ensure it is consistent with current scientific and clinical knowledge.

Graphics provided are sized for sharing on Facebook and Twitter platforms (1200 x 628 pixels). Use this tool to resize any of the below images for posting on other social media platforms: https://sproutsocial.com/landscape

Naloxone Education Toolkit

Social Media Posts

Post 1:

If you have a loved one who struggles with opioid use disorder, have naloxone (Narcan®) nearby. Encourage your loved one to be trained, carry naloxone, and tell their friends where they keep it in case they overdose. Learn more [insert webpage url]

Post 2:

If you use opioids (like heroin, fentanyl, or prescription painkillers in ways other than prescribed) and were recently released from jail, residential treatment, or a hospital, you may be at risk for an opioid overdose. Get naloxone (Narcan®) and learn how to use it.

Be sure to tell your friends where you keep your Narcan and teach them to use it in case of an overdose. Learn more: [insert webpage url]

Post 3:

Save a life. Recognize the signs of an opioid overdose. Learn where to get naloxone (Narcan) and how to use it. Learn more: [insert webpage url]

Post 4:

Protect yourself and others from #opioidoverdose with the following tips:

Get naloxone (Narcan®) and learn how to use it. Start here: [insert webpage url]
If you are taking drugs alone, start slow. Use less than your normal amount to test the strength.
If you are with friends, make an overdose plan. Tell them where you keep your Narcan® and make sure they know how to use it. Take turns in case one of you needs Narcan.

Read more harm reduction tips: [insert webpage url]

Post 5:

(Instructions: Can be tailored for your state. Insert your state’s overdose data from KFF Opioid Overdose Deaths Statistics.)

[insert overdose data from link above] [insert state] died of accidental drug overdoses in 2023. We can all help to reduce this trend and save lives in [insert state]. What are some easy ways to help? Learn the signs of an overdose, get trained, and carry the overdose reversal drug naloxone. Learn more about naloxone here: [insert webpage url]

Post 6:

Anyone can carry and administer naloxone – a life-saving medication that reverses opioid overdoses. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 7:

Carrying naloxone does not mean that you are encouraging people to misuse opioids or other drugs. It just means that you are ready to save a life if they overdose. Find local naloxone and training here: [insert webpage url]

Post 8:

People who previously used opioids and have stopped are at higher risk of an overdose. This includes people who have completed a detox program or have recently been released from jail, a residential treatment center, or the hospital. These people now have a lower tolerance for opioids and can overdose more easily. If you or a loved one are in this situation, talk to a doctor or pharmacist about Naloxone (Narcan®).

Post 9:

Naloxone has been proven to be extremely safe, with no negative or long-term effects on the body if the person has not used opioids. If you aren’t sure, treat it as an overdose and call 911 immediately and give naloxone—you could save a life! [insert webpage url]

Post 10:

In just a few minutes, you can learn how to recognize the signs of an #overdose, give naloxone, and save a life! Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 11:

Mark your calendar, our next #naloxone training will be held on [insert date/time]. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 12:

What is Naloxone? Naloxone (frequently referred to as Narcan®) is a medicine that can save someone’s life if they are overdosing on opioids — whether it’s a prescription opioid, heroin, or a drug containing fentanyl. Naloxone quickly blocks and reverses the effects of an overdose. The forms of naloxone that are available and have been approved by the FDA for overdose reversal include those administered intranasally or by injection. Naloxone is a key component of locally based efforts to reduce overdose deaths and despite its widespread use in some communities, questions about its availability, who can carry it, and how it is used remain. You can find the answers to these questions and more at: [insert webpage url]

Downloadable Graphics

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Fentanyl Awareness Toolkit

Social Media Posts

Post 1:

Drugs containing #fentanyl, even in very small amounts, substantially increase the risk of overdose and death. Naloxone is an FDA-approved medication that works to reverse an opioid #overdose, including fentanyl overdose. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 2:

#Fentanyl and other synthetic opioids are the leading cause of #overdose deaths in the United States. Anyone can carry and administer naloxone – a life-saving medication that reverses opioid overdoses. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 3:

Touching #fentanyl or someone who has used or overdosed on fentanyl will not harm you. This incorrect belief hinders the rescue of people experiencing an overdose and worsens the stigma faced by #PeopleWhoUseDrugs. It is safe to give someone naloxone and to give rescue breaths. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 4:

Fentanyl is a synthetic opioid that is up to 50 times stronger than heroin, causing an increase in overdoses in the United States. Drugs that are manufactured illegally like counterfeit painkillers and benzodiazepines, heroin, cocaine, and methamphetamine, are often contaminated with fentanyl, leading to overdoses. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 5:

Anyone who uses drugs like #fentanyl, counterfeit painkillers and benzodiazepines, heroin, cocaine, and methamphetamine is at risk of #overdose. Naloxone, given as a nasal spray, can reverse overdose and save a life. Naloxone is available at your pharmacy without a prescription. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 6:

Fentanyl is a synthetic opioid that is so strong that a tiny amount, equivalent to several grains of salt, can cause a fatal #overdose in a matter of minutes if naloxone isn’t available. It is difficult for people who use drugs to detect #fentanyl contamination in illicit drugs, placing people at higher risk for overdose and even death. There is no better time to carry naloxone and learn how to use it. You could help save someone’s life! Learn more: [insert webpage url]

Post 7:

If you or your loved ones use drugs like #fentanyl, counterfeit painkillers and benzodiazepines, heroin, cocaine, and methamphetamine, stop an #overdose by calling 911, giving rescue breaths and naloxone, and staying until help arrives. Help save a life by following four steps to stop an overdose. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 8:

In 2023, #fentanyl became the leading cause of death of Americans 18-45 years old. If you or your loved ones use drugs like #fentanyl, counterfeit painkillers and benzodiazepines, heroin, cocaine, and methamphetamine, having naloxone with you and knowing how to use it could save a life. Help save lives – carry #naloxone and learn how to use it: [insert webpage url]

Post 9:

Most drug overdoses now involve illicit fentanyl, a powerful opioid that may require multiple doses of naloxone to reverse an overdose. Always call 9-1-1 immediately when you suspect an overdose and then administer naloxone. If the person does not respond to the first dose of naloxone within two to three minutes, put the person back on their back and give a second dose. If you do not have a second dose, give CPR (if you have been trained) and wait for emergency medical personnel to arrive.

Downloadable Graphics

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MOUD Education and Awareness Toolkit

Social Media Posts

Post 1:

People with #opioidusedisorder (OUD) can recover when they have our support to get and stay in treatment with medications for OUD. Learn more: [insert webpage url]

Post 2:

What are medications for opioid use disorder (MOUD)? Three medications are approved by the FDA to treat #opioidusedisorder – methadone, buprenorphine, and naltrexone. Learn more: [insert webpage url]

Post 3:

People who take FDA-approved medications like buprenorphine (Suboxone®), methadone, and naltrexone (Vivitrol®) are more likely to stay in recovery and enjoy healthy, productive lives. Learn more: [insert webpage url]

Post 4:

Each person has their own path to remission and recovery from #opioidusedisorder, but research shows that medications for opioid use disorder (MOUD) are the most effective treatment. Learn more here: [insert webpage url]

Post 5:

Stigma leads some to believe that taking medication for opioid use disorder is “replacing one drug for another” and “not real recovery.” In fact, people who take FDA-approved medications, such as methadone, buprenorphine, Suboxone® (buprenorphine and naloxone), naltrexone, and Vivitrol® (injectable naltrexone), are more likely to remain in recovery and lead healthy, productive lives. Learn more: [insert webpage url]

Post 6:

Why do we recommend medications for opioid use disorder (MOUD)? Because they save lives! Buprenorphine and methadone treatment decrease mortality by 50% in patients with OUD. These medications also help patients manage symptoms and achieve long-term remission and recovery. Learn more: [insert webpage url]

Post 7:

#Opioidusedisorder is a chronic medical disorder that can be treated with medication. If your loved one struggles with opioid use disorder, help them seek the life-saving medication available to treat it. [insert webpage url]

Post 8:

When someone is treated with medications for opioid use disorder (MOUD), it does not substitute one drug for another. Methadone and buprenorphine help reduce withdrawal symptoms and cravings. These medications restore balance to the brain circuits affected by addiction, allowing the patient’s brain to heal while working toward recovery. [insert webpage url]

Post 9:

If your loved one struggles with #opioidusedisorder, help them seek the life-saving care they need to treat their chronic medical condition. Opioid use disorder can be treated with medications. Learn more about medications for opioid use disorder available in our community. [insert webpage url]

Post 10:

Medications for #opioidusedisorder (OUD) are an effective, evidence-based treatment and an important path to recovery for many with the disease. Learn more: [insert webpage url]

Post 11:

Recovery from #opioidusedisorder is possible and there are effective medical treatments, including medications to support recovery. Learn more: [insert webpage url]

Post 12:

What are Medications for Opioid Use Disorder (MOUD)? Opioid use disorder is a chronic disease that affects millions of people. Like other chronic diseases, it can be treated with medication. People who stop using opioids often relapse (return to use) if they do not use medication to help them. Stopping and then restarting opioid use increases the chance of dying from an overdose. Medications like buprenorphine and methadone are the most effective way to save lives by preventing overdose. They also help people enter remission from opioid use disorder, stay in treatment, and achieve long-term recovery. Learn more about MOUD at [insert webpage url]

Post 13:

How do Medications for Opioid Use Disorder (MOUD) Work? Studies show that people with opioid use disorder (OUD) who stop taking opioids, even under the guidance of a health care provider, are very likely to return to using the drug. Return to use is common and can be life-threatening because it increases the risk of a fatal overdose. However, there are FDA-approved medications for opioid use disorder that can lower the risk of return to use and overdose. But how do they work? MOUDs reduce the negative effects of withdrawal and cravings without producing the positive effects like energy or just feeling normal that the original drug of abuse caused. They work by acting on opioid receptors, the parts of the brain that are activated by drugs like opioids, heroin, and morphine. However, not all MOUD treatments work the same way. To learn more about the different types of MOUD and how they work, visit [insert webpage url]

Downloadable Graphics

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Additional Anti-Stigma and Awareness Content

Social Media Posts

Post 1:

Stigma keeps people who are struggling with addiction from getting help and staying in treatment for as long as they need it. Learn what you can do to end stigma in [insert community name]: [insert webpage url]

Post 2:

The myth that addiction is due to a character flaw or lack of willpower stops people from seeing their doctors and getting life-saving treatment that can help them rebuild their lives, relationships, and health. If you or a loved one is ready for help, visit [insert webpage url]

Post 3:

The words we use to talk about addiction matter. Commit to changing your language and help to end stigma. Learn how you can help end stigma: [insert webpage url]

Post 4:

A person with opioid use disorder (OUD) can enter remission just like with cancer and many other diseases. Remission occurs when a person stops using opioids and has no symptoms of OUD. Recovery is a process of change through which someone improves their health and wellness, becomes self-directed, and strives to reach their full potential.

Post 5:

Stand up to Stigma. Stigma is the disapproval of or discrimination against a person based on a negative stereotype. Stigma often affects how people with opioid use disorder are treated, making it difficult for them to find jobs, places to live, and medical care. Even if unintentional, the hurtful words and actions of others can keep people who are struggling with addiction from getting help and staying in treatment for as long as they need it.

Post 6:

[insert organization name] is committed to helping people with opioid use disorder enter remission and stay in recovery. Many people are familiar with “remission” for cancer or other diseases. Because opioid use disorder (OUD) is a chronic disease, people with OUD can also be in remission.

Post 7:

Unused medications often linger in our medicine cabinets, bathroom drawers, nightstands, and other places around the house. Many people who misuse prescription #opioids report getting them from a friend or family member, sometimes without their knowledge. A critical part of reducing the risk of opioid misuse and overdose is to remove unused opioids from your home. Learn how to safely dispose of opioids and other prescription medications at [insert webpage url]

Post 8:

Why Stigma about Opioid Use Disorder Matters. Opioid use disorder (OUD) contributes to tens of thousands of needless overdose deaths every year. There are effective medications and other tools that could prevent many of these deaths, but many people who suffer do not seek them out. One of the reasons for this is stigma, disapproval, or discrimination against someone because of certain behaviors or characteristics. To save lives, we need to address stigma about OUD, its most effective medication treatments, and why it exists. Many people view addiction as a result of lacking willpower and medication treatment as simply replacing one drug with another. This kind of judgment from friends, family, loved ones, and the community can result in social isolation, failure, or reluctance to seek treatment, and poor retention in treatment. This can lead to continued drug use instead of seeking and staying in treatment to go into remission and long-term recovery. One of the most important things we can do to reduce overdose deaths and encourage people with OUD to seek treatment is to teach our community about the causes of OUD and how it can be successfully treated. Learn what you can do to fight stigma: [insert webpage url]

Post 9:

What is the Disease Model of Addiction? When people continue to use opioids despite negative consequences, they are likely to be diagnosed with opioid use disorder (OUD). OUD is a type of substance use disorder – when substance use becomes overwhelming, with the person losing control over their substance use, having continued cravings and use despite harmful consequences, it is often called an addiction. Some people do not know that OUD or addiction is a brain disease. OUD can be caused by a combination of behavioral, psychological, environmental, and biological factors. Even genetic factors can play a part in developing an OUD. For some, OUD can develop into a lifelong or chronic disease, like diabetes, cancer, and heart disease. Also, like many other chronic diseases, OUD can be managed with long-term medication treatments for OUD (MOUD) that decrease the risk of death. Learn more about how these lifesaving medications can help people with OUD start a path to remission and recovery here: [insert webpage url]